'Canada is not for sale' hat goes viral after Trump threats

Donald Trump’s rhetoric on Canadian tariffs has inadvertently fueled a surge in nationalism—and sales—for one Ottawa entrepreneur.

Liam Mooney, founder of a design firm, created hats emblazoned with “Canada Is Not for Sale” in response to Trump’s threats to impose tariffs and his suggestion that Canada could become the 51st U.S. state.

The hats gained widespread attention when Ontario Premier Doug Ford wore one during a recent meeting with Prime Minister Justin Trudeau and other premiers in Ottawa. The meeting focused on Trump’s vow to target Canadian imports with tariffs.

Ontario Premier Doug Ford, wearing a "Canada is not for sale" hat, speaks to journalists at a provincial and territorial leaders meeting in Ottawa, Ontario, Canada January 15, 2025. Reuters

Mooney said the hats were designed as a unifying symbol against Trump’s comments, cutting through political debates with a message of Canadian pride.

"It's an opportunity to bring people together from all of civil society, regardless of political persuasion," Mooney told Reuters.

Since Ford’s public endorsement, tens of thousands of hats have been ordered online. Mooney credited the viral success to Ford’s strong rebuttal during a Fox News interview where the host suggested Canada consider annexation, calling it a “privilege” to merge with the U.S. Ford had firmly responded, “Canada is not for sale.”

Trump’s demands for respect from Canada, including previously referring to Trudeau as “Governor,” have drawn criticism as undermining Canadian sovereignty. Mooney echoed this sentiment, saying, “Our sovereignty is threatened when our dignity is disrespected.”

The controversy comes amid political upheaval in Canada, with Liberal leader Trudeau set to resign in March after nearly a decade in office. Meanwhile, the opposition Conservatives lead in polls ahead of the federal election later this year.

Trump’s threats, if enacted, could disrupt Canada’s economy and raise prices on goods like oil in the U.S. But for Mooney, they’ve already brought an unexpected economic windfall—and a rallying cry for national unity.